One of the themes of Global PR Blog Week 1.0 was to challenge the validity of ‘messages’ in the context of online public relations. (We should not attempt to control that which we cannot control, and which would lose its value if it were seen to be controlled.)
I am working on the idea that media relations revolves around ‘negotiated news’ rather than corporate message delivery. Negotiations have to take place with media outlets, but they also have to take place with clients and bosses. It’s a negotiation over the value and validity of ideas and angles – not over payment, placement or position. By giving up control we gain editorial endorsement.
Media relations is viewed with scorn by so many: seen as ‘mere’ promotion by marketers, seen as a technician skill by PR academic texts, and viewed as ‘spin’ and deceit by the public. Yet it remains uncontested territory that is uniquely owned by PR practitioners (except for the occasional foray by ill-equipped lawyers). Let’s defend our ground.